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2014 BMW M235i

We know a number of BMW owners who reside in the Munich brand's core demographic - upper-five- and six-figure professionals who like to keep their automotive brand credentials as highly respected among their peers as their alma maters or the letters after their names. Before heading to Las Vegas to drive the new M235i, we asked four of those owners, "What did you think of the E30 3 Series?" Although phrased differently, every one of them had the same answer: "What's that?"
You can counter that we just happened to query a tiny and ignorant sample size, and it's possible that you're right. Nevertheless, in every case,we were speaking to BMW's core demographic, the increasing legion of buyers who have fostered another year of record growth and are responsible for BMW retaining its global luxury title for nine straight years. Question that, and we'll refer you to BMW's marketing department, its several hundred PowerPoint slides and several thousand pages of research that prove the point.
That second-generation E30 3 Series built a name, a brand and an entire segment by defining BMW-ness as superlative driving dynamics meets luxury - shortened to the phrase, "The Ultimate Driving Machine." Thirty years later, just being a part of BMW-ness and luxury is enough for the majority of buyers. The superlative handling, that's optional, and 150 hairy guys meet every Tuesday to keep the old religion going, light torches, sing dirges to the siren long gone and bang on their keyboards about the apostasies of modern buyers.

BMW negotiates Daimler alliance, buys out car-service partner Sixt

Sixt sells its stake in DriveNow car-sharing to BMW BMW in talks with Daimler to combine car-sharing Combining car-sharing business to aid robotaxi plans FRANKFURT — Germany's BMW has bought out partner Sixt from their joint venture DriveNow, paving the way for a broader car-sharing and driverless taxi alliance with Daimler to compete against Uber and Lyft. Car rental company Sixt said on Monday it would generate an extraordinary pre-tax profit of about 200 million euros ($248 million) in 2018 from the sale of the DriveNow stake to BMW for 209 million euros. "With DriveNow as a wholly-owned subsidiary, we have all options for continued strategic development of our services," said Peter Schwarzenbauer, BMW's board member for Digital Business Innovation. "Our experience with mobility services supports our development of future autonomous, electrified and connected fleets," he said, adding that BMW aims to have 100 million customers for "premium mobility services" by 2025. The Sixt deal comes as BMW moves closer to a deal to combine its car-sharing services with Daimler's Car2Go, a person familiar with the discussions told Reuters last week. The German carmakers want to build a joint business that includes car sharing, ride-hailing, electric vehicle charging, and digital parking services, a senior executive at one of the companies said on Monday. Mercedes-Benz parent Daimler and BMW declined comment on the status of potential talks on their car-sharing business. "This is speculation, we do not comment," BMW said. The senior executive, who declined to be named because the plan is not public, said: "This will create an ecosystem which can also be used for managing robotaxi (driverless taxi) fleets." BMW would contribute its ParkNow and ChargeNow businesses to the common company, the executive said, adding that there were still differences of opinion over the valuation of Car2Go. The market for ride-hailing services currently makes up around 33 percent of the global taxi market, and could grow eightfold to $285 billion by 2030, once autonomous robotaxis are in operation, Goldman Sachs said in a recent research note. BMW and Daimler are now working on developing autonomous cars, vehicles which could enable them to up-end the market for taxi and ride-hailing services.

Ruby celebrates 90 years of BMW Motorrad with special helmet collection

BMW isn't the only one celebrating its own 90th anniversary building motorbikes. So is Atelier Ruby, that French manufacturer of jewel-like motorcycle helmets.
Ruby has just released a capsule collection of helmets marking BMW Motorrad's 90th anniversary, and we want them almost as much as a Bimmer bike itself. The Munich 90 collection includes three new designs available in three helmet styles, including the signature blue and red stripes on a white background worn by BMWs of two wheels or four on the racing circuit.
Of course, these helmets, being made by Ruby as they are, won't come cheap, with jaw-dropping prices ranging from $980 to $1,450. Of course there are more cost-effective ways to protect your noggin, but few more stylish.